DataWorks
B2B Marketing Data, Attribution & Analytics
Without visibility, you're flying blind. Without correlation, you're guessing.
Most marketing teams are rich in dashboards and poor in answers. DataWorks covers attribution, measurement infrastructure, and the intelligence layer that makes every other marketing investment legible.
Without visibility you are flying blind; without correlation you are guessing — this section is about replacing both with evidence.
B2B Marketing Measurement: Future-Proof Your Strategies
That 14-point gap between marketing's confidence and finance's trust? It's not a data problem, it's a vocabulary problem, a timing problem, and a governance problem rolled into one. Here's how to build measurement that actually survives the CFO meeting.
Your New Sales Prevention Department: AI
More than half of AI users have walked away from purchases because a chatbot told them to. The same tools we're racing to deploy are quietly becoming the most effective sales prevention system ever built, and your only defense is making sure the AI can't honestly tell your customers not to buy.
The CFO's CDP Question: Packaged or Composable?
Your CFO wants to know why you're paying for another data platform when you already have a warehouse. The answer isn't about architecture, it's about your data engineering capacity, activation latency needs, and tolerance for vendor coordination chaos.
State of Search 2027: What to Stop, Measure & Fund
Google's zero-click rate hit 68% in 2026, and if you're still running your old search playbook, you're optimizing for a game that's already changed the rules. Here's what to stop, what to measure, and where to put your 2027 budget.
Why Better Show-Level CTV Data Still Can't Buy You Show-Level Control
Your CTV vendor's post-campaign report shows exactly which shows ran your spots, but you couldn't actually choose any of those placements beforehand. The measurement stack has improved dramatically; the buying stack hasn't kept pace. Here's what's actually broken and what operators can do about it now.
Meta Wants to Run More of Your Marketing. Here's the CFO Question Nobody's Asking.
Meta's Advantage+ suite promises effortless ROAS gains, but when the algorithm controls targeting, creative, and budget, how do you prove the lift is real? Before your CFO asks the hard questions, here's the framework you need.
Google's AI Video Dubbing in Asset Studio: A CFO-Ready Assessment
Google's new AI video dubbing in Asset Studio just collapsed the economics of international video campaigns. When 82% of buyers prefer ads in their native language, the question isn't whether to localize, it's which markets justify the media spend.
Proving the Value of Paid Search With Incrementality Testing
Your Google Ads dashboard is lying to you, not maliciously, but structurally. Incrementality testing offers something your CFO will actually accept: proof of what your paid search spend caused, not just what it touched.
Are You Building Software Instead of Doing Marketing?
Thirty-five percent of organizations replaced a major SaaS tool with a custom build last year, and most of it happened as shadow IT. Before your marketing team ships another internal tool, let's talk about what they're not shipping: revenue.